Are Australian retailers promoting their discounts in the wrong way?
Leighton Jenkins
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TL:DR - if discounting online, its better to show the original price, followed by the discounted price. David Jones is better than Glassons and AppSumo, based on the examples below.
This is based upon some research From Consumer Evaluations of Sale Prices: Role of the Subtraction Principle.?Journal of Marketing?(July 2013).
Would be interested to know if companies have tested this or if their platforms support discounts in a certain way and there is no flexibility?
The report goes deep into the psychology of discounts, and why the AppSumo examples may be discounting too much. NinjaPipe is discounting 90% - so was it ever worth more than $500?
For more commentary and links to the original post, see comments.
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3 个月Original academic report https://journals.sagepub.com/doi/10.1509/jm.12.0052
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3 个月HT to Thomas McKinlay and his excellent newsletter with more examples https://tips.ariyh.com/p/write-discounted-prices-on-the-right?utm_source=ariyh&utm_medium=newsletter&utm_campaign=write-discounted-prices-on-the-right